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沙漠轮盘
案例简介：概要 WestJet 是一家以做大事情而闻名的公司，所以这家航空公司想做一些非凡的事情来庆祝它的 21 岁生日也就不足为奇了。WestJet 给了我们庆祝这一成就的挑战，这与他们在一个完全适合这个场合的地方吸引重要品牌行为的历史是一致的: 拉斯维加斯。拉斯维加斯是该航空公司的一个增长目的地，它创造了一个理想的机会来提醒传单西捷航空公司对这座城市的服务，并庆祝公司令人印象深刻的里程碑。 战略 WestJet 的许多成功来自于了解和理解他们的核心客户是谁，同样，他们不是谁。许多航空公司优先考虑商务旅客，但 WestJet 通过明确关注满足休闲旅客的需求而发展壮大。对这些人来说，友好的客人体验是他们选择航空公司的关键驱动力，而不是商务旅客对便利设施或公司个性的关注。这些人正是我们为沙漠之光瞄准的那种人, 我们开始给一群非常幸运的休闲旅行者留下深刻印象，他们的目光投向了拉斯维加斯明亮的灯光。他们一点也不知道那些灯会有多亮。 相关性 主要是利用沙漠空间在飞行途中与乘客交流，这是一个前所未有的特技。此外，由于以前没有尝试过这种规模或复杂性的航空营销，它在媒体上引起了谈论这种独特体验的轰动。 结果 在短短几周的市场上，我们获得了超过 400万次的印象，超过 25 家新闻媒体的报道，超过 150万次 WestJet 的 Facebook 视频。最重要的是加拿大人的反应，总共 15,000 次反应，600 + 股和 1000 多条庆祝活动的评论。独特的是，创造了两项世界纪录，包括 “投影图像中最大的光输出” 和 “最大的圆形投影”。从 12,000英尺可见，车轮直径为 785,398，达到 4,666,000 流明。 执行 首先，我们必须与 WestJet 的飞行操作进行协调，以确定理想的天气时间和他们进入拉斯维加斯的计划飞行路线，这样我们就可以寻找车轮的位置。为了让人们能够从 12,000英尺的空中看到一些东西，它需要很大。为了实现这一目标，我们与韦斯特伯里制作公司合作，将地球上最大、最明亮的移动灯光的 164 带到沙漠。总的来说，灯光投影 450万流明，这是在这个过程中创造的世界纪录。然后，当飞行员接近这个位置时，我们必须与他们建立直接联系，这样我们就知道什么时候开始旋转，最终降落在获胜者的座位号上。一切都必须在不到 60 秒的时间内发生。 活动描述 为了展示 WestJet 有多不同，并强调他们对客人的承诺，我们想让飞往拉斯维加斯的航班比目的地本身更加壮观和令人惊讶。由于对飞机上或飞机上可能发生的事情有严格的限制，我们把注意力集中在地面上，谢天谢地，拉斯维加斯是沙漠中的一个城市。利用沙漠的空间和黑暗，我们在拉斯维加斯郊外的沙漠里建造了一个巨大的轮盘。轮子是由灯制成的，非常大，从 12,000英尺高的空中可以看到。当飞机接近车轮的位置时，乘客被指示记下他们的座位号码，并从窗户向外看。然后他们看到的是一个旋转的轮盘，当它停下来时，它显示了一个座位号码，显示了获胜的乘客。
沙漠轮盘
案例简介：Synopsis WestJet is a company known for doing things in a big way, so it comes as no surprise the airline wanted to do something remarkable to mark its 21st birthday. WestJet gave us the challenge of celebrating this accomplishment, in keeping with their history of pulling significant brand acts, in a place that was completely appropriate for the occasion: Las Vegas. Vegas is a growth destination for the airline, which created the ideal opportunity to remind flyers of WestJet’s service to the city as well as celebrate the impressive company milestone. Strategy A lot of WestJet’s success has come from knowing and understanding who their core customer is, and equally, who it’s not. Many airlines put a priority on the business traveller, but WestJet has grown through a clear focus on meeting the need of leisure travellers. These are the people for whom a friendly guest experience is a key driver in their choice of airline, rather than a focus on amenities or a corporate personality for business travellers. These were exactly the kind of people we were targeting for Desert Lights, and with that, we set out to impress a very lucky set of leisure travellers with their sights set on the bright lights of Vegas. Little did they know just how bright those lights would be. Relevancy Primarily the use of the desert space to communicate with passengers mid-flight was a stunt on a level never seen before. Also, since nothing of this scale or complexity had been attempted before for airline marketing, it created a buzz across the media to talk about the unique experience. Outcome By the end of the few short weeks this event was in market, we achieved over 4 million impressions, coverage in 25+ press outlets, and over 1.5 million views of WestJet’s Facebook video. Most importantly was the reaction garnered from Canadians, totalling 15,000 reactions, 600+ shares and over 1000 comments celebrating the event. Uniquely, two world records were set including ‘greatest light output in a projected image’ and ‘largest circular projection’. Visible from 12,000 feet, the wheel was 785,398 square metres in diameter and reached 4,666,000 lumens. Execution First we had to coordinate with WestJet’s flight operations to determine ideal timing for weather and their planned flight paths into Vegas so we could scout a location for the wheel. For people to be able to see something from 12,000 feet in the air, it needs to be massive. To accomplish this, we partnered with Westbury Productions to bring 164 of the largest and brightest moving lights made on the planet to the desert. In total, the lights projected 4.5 million lumens, which was a world record achieved in this process. We then had to establish direct contact with the pilots as they approached the location so we knew when to start the spinning and ultimately land on the winner seat number. Everything had to happen in a window of less than 60 seconds. CampaignDescription To demonstrate just how different WestJet is, and emphasize their commitment to guests, we wanted to make the flight to Vegas even more spectacular and surprising than the destination itself. Due to the tight restrictions for what can occur on or in an aircraft, we focused on the ground instead, thankfully Las Vegas is a city in the middle of the desert. Using the space and darkness of the desert to our advantage we built a gigantic roulette wheel in the desert outside Las Vegas. The wheel was made of lights and so large that it could be seen from 12,000 feet up in the air. As the planes approach the wheel’s location, passengers were instructed to take note of their seat numbers and look out their windows. Then they saw was a spinning roulette wheel and when it stopped it displayed a seat number, indicating the winning passenger.
Desert Roulette
案例简介：概要 WestJet 是一家以做大事情而闻名的公司，所以这家航空公司想做一些非凡的事情来庆祝它的 21 岁生日也就不足为奇了。WestJet 给了我们庆祝这一成就的挑战，这与他们在一个完全适合这个场合的地方吸引重要品牌行为的历史是一致的: 拉斯维加斯。拉斯维加斯是该航空公司的一个增长目的地，它创造了一个理想的机会来提醒传单西捷航空公司对这座城市的服务，并庆祝公司令人印象深刻的里程碑。 战略 WestJet 的许多成功来自于了解和理解他们的核心客户是谁，同样，他们不是谁。许多航空公司优先考虑商务旅客，但 WestJet 通过明确关注满足休闲旅客的需求而发展壮大。对这些人来说，友好的客人体验是他们选择航空公司的关键驱动力，而不是商务旅客对便利设施或公司个性的关注。这些人正是我们为沙漠之光瞄准的那种人, 我们开始给一群非常幸运的休闲旅行者留下深刻印象，他们的目光投向了拉斯维加斯明亮的灯光。他们一点也不知道那些灯会有多亮。 相关性 主要是利用沙漠空间在飞行途中与乘客交流，这是一个前所未有的特技。此外，由于以前没有尝试过这种规模或复杂性的航空营销，它在媒体上引起了谈论这种独特体验的轰动。 结果 在短短几周的市场上，我们获得了超过 400万次的印象，超过 25 家新闻媒体的报道，超过 150万次 WestJet 的 Facebook 视频。最重要的是加拿大人的反应，总共 15,000 次反应，600 + 股和 1000 多条庆祝活动的评论。独特的是，创造了两项世界纪录，包括 “投影图像中最大的光输出” 和 “最大的圆形投影”。从 12,000英尺可见，车轮直径为 785,398，达到 4,666,000 流明。 执行 首先，我们必须与 WestJet 的飞行操作进行协调，以确定理想的天气时间和他们进入拉斯维加斯的计划飞行路线，这样我们就可以寻找车轮的位置。为了让人们能够从 12,000英尺的空中看到一些东西，它需要很大。为了实现这一目标，我们与韦斯特伯里制作公司合作，将地球上最大、最明亮的移动灯光的 164 带到沙漠。总的来说，灯光投影 450万流明，这是在这个过程中创造的世界纪录。然后，当飞行员接近这个位置时，我们必须与他们建立直接联系，这样我们就知道什么时候开始旋转，最终降落在获胜者的座位号上。一切都必须在不到 60 秒的时间内发生。 活动描述 为了展示 WestJet 有多不同，并强调他们对客人的承诺，我们想让飞往拉斯维加斯的航班比目的地本身更加壮观和令人惊讶。由于对飞机上或飞机上可能发生的事情有严格的限制，我们把注意力集中在地面上，谢天谢地，拉斯维加斯是沙漠中的一个城市。利用沙漠的空间和黑暗，我们在拉斯维加斯郊外的沙漠里建造了一个巨大的轮盘。轮子是由灯制成的，非常大，从 12,000英尺高的空中可以看到。当飞机接近车轮的位置时，乘客被指示记下他们的座位号码，并从窗户向外看。然后他们看到的是一个旋转的轮盘，当它停下来时，它显示了一个座位号码，显示了获胜的乘客。
Desert Roulette
案例简介：Synopsis WestJet is a company known for doing things in a big way, so it comes as no surprise the airline wanted to do something remarkable to mark its 21st birthday. WestJet gave us the challenge of celebrating this accomplishment, in keeping with their history of pulling significant brand acts, in a place that was completely appropriate for the occasion: Las Vegas. Vegas is a growth destination for the airline, which created the ideal opportunity to remind flyers of WestJet’s service to the city as well as celebrate the impressive company milestone. Strategy A lot of WestJet’s success has come from knowing and understanding who their core customer is, and equally, who it’s not. Many airlines put a priority on the business traveller, but WestJet has grown through a clear focus on meeting the need of leisure travellers. These are the people for whom a friendly guest experience is a key driver in their choice of airline, rather than a focus on amenities or a corporate personality for business travellers. These were exactly the kind of people we were targeting for Desert Lights, and with that, we set out to impress a very lucky set of leisure travellers with their sights set on the bright lights of Vegas. Little did they know just how bright those lights would be. Relevancy Primarily the use of the desert space to communicate with passengers mid-flight was a stunt on a level never seen before. Also, since nothing of this scale or complexity had been attempted before for airline marketing, it created a buzz across the media to talk about the unique experience. Outcome By the end of the few short weeks this event was in market, we achieved over 4 million impressions, coverage in 25+ press outlets, and over 1.5 million views of WestJet’s Facebook video. Most importantly was the reaction garnered from Canadians, totalling 15,000 reactions, 600+ shares and over 1000 comments celebrating the event. Uniquely, two world records were set including ‘greatest light output in a projected image’ and ‘largest circular projection’. Visible from 12,000 feet, the wheel was 785,398 square metres in diameter and reached 4,666,000 lumens. Execution First we had to coordinate with WestJet’s flight operations to determine ideal timing for weather and their planned flight paths into Vegas so we could scout a location for the wheel. For people to be able to see something from 12,000 feet in the air, it needs to be massive. To accomplish this, we partnered with Westbury Productions to bring 164 of the largest and brightest moving lights made on the planet to the desert. In total, the lights projected 4.5 million lumens, which was a world record achieved in this process. We then had to establish direct contact with the pilots as they approached the location so we knew when to start the spinning and ultimately land on the winner seat number. Everything had to happen in a window of less than 60 seconds. CampaignDescription To demonstrate just how different WestJet is, and emphasize their commitment to guests, we wanted to make the flight to Vegas even more spectacular and surprising than the destination itself. Due to the tight restrictions for what can occur on or in an aircraft, we focused on the ground instead, thankfully Las Vegas is a city in the middle of the desert. Using the space and darkness of the desert to our advantage we built a gigantic roulette wheel in the desert outside Las Vegas. The wheel was made of lights and so large that it could be seen from 12,000 feet up in the air. As the planes approach the wheel’s location, passengers were instructed to take note of their seat numbers and look out their windows. Then they saw was a spinning roulette wheel and when it stopped it displayed a seat number, indicating the winning passenger.
沙漠轮盘
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Desert Roulette
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基本信息
- 广告战役： #WestJet-网络-e372#
- 广告品牌： WestJet
- 发布日期： 2000
- 行业领域： 互联网服务 , 物流运输 , 旅游/酒店
- 媒体类别： 短视频
- 广告语言： 英语
- 媒介平台： 网络
- 获得奖项：
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